In this episode of the Beyond B2B Marketing Podcast, host Lee Odden sits down with David Rowlands, Head of Content at B2B Marketing and Propolis, to talk about how the role of B2B marketing is evolving. From his unconventional path into B2B marketing to leading content and community for a global audience of B2B marketing practitioners, David shares his perspective on what’s changed, and what hasn’t, when it comes to creating impact in the world of B2B.

Their conversation centers on the rise of the Commercial Marketer, which is a shift from campaign-driven execution to strategic, revenue-focused leadership. Lee and David dig in to how changing buyer behavior, increased pressure for accountability, and the growing influence of AI are changing expectations for B2B marketers. They also discuss why aligning with sales, product, and finance is no longer optional, and how marketers need to move beyond MQLs to drive real business outcomes.

If you’re a B2B marketer navigating increased expectations, evolving technology, and the need to prove value, this episode offers is a smart way to understand how B2B marketers can become more relevant in a time of significant change.

Highlights & takeaways from this episode:

• The difference between promotional marketers and commercial marketers-and why it matters now
• How shifting buyer behavior is putting marketing at the center of revenue growth
• Why aligning with sales, product, and finance is critical for modern B2B teams
• The growing impact of AI and LLMs on content, discovery, and marketing strategy
• Why data-driven, differentiated content is replacing generic “blog-first” approaches
• The increasing role of community, influencers, and peer validation in B2B decision-making
• Practical steps marketers can take to become more strategic and commercially impactful